Brand Marketing Strategy of Local Characteristics Industry- A Case Study of Chen Yuan-Ho Soy Sauce at Hsiluo

• Main Authors: Lee, Yu-Hui, 李育慧
• Other Authors: Hsu, Jung-Chung
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/b7qmyp

碩士 === 臺北市立大學 === 歷史與地理學系 === 104 === In this paper, Chen Yuan-Ho soy sauce manufacturer at Hsiluo was selected as a case for study, discussing the reason of its highly market share, and brand loyalty. This study takes 4P combination and STP mode for brand marketing analyzing method, and emphasis on local characteristics industry. In this study, document analysis and in-depth interviews are chosen as the main research methods, and reviews preliminary literatures for industries with local characteristics. Through reviewing the related documents of Hsiluo sauce industry and brand marketing, and establishing research infrastructure. Chen Yuan-Ho soy sauce manufacturer, cooperated retail shops and consumers were interviewed, and interviews contents were analyzed. The research results are summarized in attainable, and finally puts forth conclusions and suggestion. This case study points out that since the reasonable price, good prestige at marketing and promotion of geographical area, Chen Yuan-Ho soy sauce manufacturer successfully makes the difference with other brands. Due to target markets are explicit, and products that meets the modern people’s need, therefore it occupies a position in the competitive soy sauce market, and also builds up the consumer's brand loyalty.